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This research aims to investigate how emerging destinations cope with digitalization of information, where they are in the process and how digitalization of information takes place in destination marketing organizations (DMOs). As a case for emerging destinations that must deal with the negative consequences of the digital divide, the Vietnamese Mekong Delta (VMD) will be examined. A new framework, solutions in general, and potential innovative approaches will be presented.

A mixed methods approach was used. Firstly, a content analysis comprising 68 criteria to examine 10 destination websites was conducted to evaluate the performance of provincial destination websites of VMD. Secondly, the authors interviewed five managers from VMD DMOs to reveal the strategy, status quo and their challenges with digitalization.

Some digitalization is evident in VMD DMOs, with the digitization of tourist information provision developing from analog formats to digital modes. The content analysis of the websites shows that provincial destination websites of VMD perform well with regard to communication but need improvements for transaction, and especially relationship aspects. Emerging destinations like VMD DMOs are reaching the second or third level in the digitalization process. Yet they face challenges with human and financial resources.

This research provides recommendations concerning destination website performance, the process of digitalization and how to promote digitalization and apply more digital instruments to move to the next stages of destination digitalization. Also, suggestions on how to overcome existing challenges/barriers in similar areas of the world are provided.

A new, extended more granulated version of the digitalization framework by Karpova et al. (2019) has been developed. The new model acknowledges the continued importance of printed information, provides information about the sequence of steps how to implement website dimensions, and which instruments are realistic to implement in different levels of digitalization considering the challenges and barriers developing destinations face.

Using the stimulus–organism–response (SOR) theoretical model, this empirical research aims to examine and validate how tourists’ interactions with 360-degree virtual reality (VR) videos incorporating Web navigability and visual interface design quality (stimulus) on travel websites can make tourists more engaged and then satisfied (organism), which could make them more likely to visit destinations and spread electronic word of mouth (e-WOM) (response).

Using the convenience sampling method, 975 responses were collected through a questionnaire. The data were analysed using Smart-PLS 4 software to investigate the hypothesised relationships.

The findings demonstrate that 360-degree VR videos significantly create Web user engagement, and Web user engagement is significantly associated with Web user satisfaction. The result shows that Web user engagement and satisfaction impact the intention to visit the tourist destination. Additionally, Web user satisfaction impacts e-WOM. Lastly, navigability and visual interface design quality are significantly moderated between 360-degree VR videos and Web user engagement.

This research only examined the tourists’ behavioural intentions with 360-degree VR videos during the pre-travel phase. In contrast, future research may investigate how tourists behave with VR during the on-site and post-travel phases.

Tourism marketers should not only adopt 360-degree VR but also integrate Web navigability and visual interface design to boost Web users’ engagement on tourism websites.

This study advances the study of VR from the tourists’ psychological perspective. Moreover, the SOR theory has been re-examined from the VR and technology tourism perspectives. It provides a general understanding of the behavioural aspects of tourists in developing countries.

利用刺激-有机体反应（SOR）理论模型, 本实证研究检验并验证了游客与旅游网站上结合了网络导航性和视觉界面设计质量（刺激）的360度虚拟现实(VR)视频的互动如何使游客更投入、更满意（有机体）, 这可能使他们更有可能访问目的地并传播电子口碑（响应）。

采用方便抽样法, 通过问卷调查收集了975份回复。使用Smart-PLS 4软件对数据进行分析, 以调查假设的关系。

研究结果表明, 360度虚拟现实(VR)视频显著提高了网络用户参与度, 网络用户参与与网络用户满意度显著相关。结果表明, 网络用户参与度和满意度对旅游目的地的访问意愿有影响。此外, 网络用户满意度也会影响电子口碑。最后, 在360度虚拟现实(VR)视频和网络用户参与度之间, 导航性和视觉界面设计质量显著适中。

这项研究只考察了游客在旅行前阶段使用360度虚拟现实(VR)视频的行为意图。相比之下, 未来的研究可能会调查游客在现场和旅行后阶段使用虚拟现实(VR)的行为。

旅游营销人员不仅应采用360度虚拟现实(VR), 还应将网络导航性和视觉界面设计相结合, 以提高网络用户对旅游网站的参与度。

本研究从游客的心理角度推进了虚拟现实(VR) 的研究。此外, 还从虚拟现实(VR)和科技旅游的角度重新审视了SOR 理论。它提供了对发展中国家游客行为方面的一般了解。

Utilizando el modelo teórico estímulo-organismo-respuesta (SOR), esta investigación empírica examinó y validó cómo las interacciones de los turistas con los vídeos de RV de 360 grados que incorporan la navegabilidad web y la calidad del diseño de la interfaz visual (estímulo) en los sitios web de viajes pueden hacer que los turistas se sientan más comprometidos y luego satisfechos (organismo), lo que podría hacerles más propensos a visitar los destinos y a difundir el e-WOM (respuesta).

Utilizando el método de muestreo por conveniencia, se recogieron 975 respuestas a través de un cuestionario. Los datos se analizaron mediante el software Smart-PLS 4 para investigar las relaciones hipotetizadas.

Los resultados demuestran que los vídeos de RV de 360 grados generan un compromiso significativo de los usuarios de la web y que el compromiso de los usuarios de la web se asocia significativamente con su satisfacción. El resultado muestra que el compromiso y la satisfacción del usuario web repercuten en la intención de visitar el destino turístico. Además, la satisfacción del usuario web influye en el e-WOM. Por último, la navegabilidad y la calidad del diseño de la interfaz visual son significativamente moderadas entre los vídeos de RV de 360 grados y el compromiso del usuario web.

Esta investigación sólo examinó las intenciones de comportamiento de los turistas con los vídeos de RV de 360 grados durante la fase previa al viaje. En cambio, en futuras investigaciones se podría estudiar cómo se comportan los turistas con la RV durante las fases in situ y posterior al viaje.

Los profesionales del marketing turístico no sólo deberían adoptar la RV de 360 grados, sino también integrar la navegabilidad web y el diseño de la interfaz visual para potenciar el compromiso de los internautas en los sitios web turísticos.

Este estudio avanza en el estudio de la RV desde la perspectiva psicológica del turista. Además, se ha reexaminado la teoría S-O-R desde las perspectivas de la RV y el turismo tecnológico. Proporciona una comprensión general del aspecto conductual de los turistas en los países en desarrollo.

This paper compares the web accessibility of Indian museum websites assessing the level of compliance to the Web Content Accessibility Guidelines 2.1 (WCAG 2.1). The study aims to assess the accessibility of Indian museum websites in terms of their severity.

The accessibility evaluation of 11 Indian museum websites was conducted using Siteimprove Accessibility Checker (SAC), an automated website testing tool.

The study results indicate that the mean conformance score for the Indian museum websites for level A was 19.27, while for level AA and AAA, it came out to be 2.63 and 4.09, respectively, with the highest severity scores for error (16.3) followed by review (5.81) criteria and warning (3.81). The major findings indicate that the websites of Indian museums poorly conform to web accessibility guidelines.

The study's findings will assist the museum's website creators, managers and administrators in determining the level of conformity as per standard accessibility guidelines helping them make strategic decisions to improve the accessibility.

Most of the studies available in the field of website accessibility range from the web accessibility of educational institutions, tourism websites, municipal websites and ministerial websites, but there are very few studies investigating the accessibility of museum websites. A quantitative evaluation of different aspects of accessibility was conducted in the study, which can pave the way for the better design of web sites by addressing deficiencies.

This paper investigates the usage and trust of Chinese social media in the travel planning process (pre-trip, during-trip and post-trip) of Chinese tourists.

Through a combination of structured online survey (n = 406) and follow-up interviews, the research identifies the diversification of the demand-and-supply patterns of social media users in China, as well as the allocation of functions of social media as tools before, during and after travel.

Social media users are diverse in terms of their adoption of social media, use behaviour and scope; the levels of trust and influence; and their ultimate travel decisions and actions. Correlations between the level of trust, influence of social media and the intended changes in travel decisions are observed. Destination marketers and tourism industries should observe and adapt to the needs of social media users and potential tourist markets by understanding more about user segmentation between platforms or apps and conducting marketing campaigns on social media platforms to attract a higher number of visitors.

This paper demonstrated the case of social media usage in mainland China, which has been regarded as one of the fastest growing and influential tourist-generating markets and social media expansions in the world. This study further addressed the knowledge gap by correlating social media usage and travel planning process of Chinese tourists. The research findings suggested diversification of the demand-and-supply pattern of social media users in China, as well as the use of social media as tools before, during and after travel. Users were diversified in terms of their adoption of social media, use behaviour, scope, the levels of trust, influence and the ultimate travel decisions.

Destination marketing organizations should note that some overseas social media platforms that are not accessible in China like TripAdvisor, Yelp, Facebook and Instagram are still valued by some Chinese tourists, especially during-trip period in journeys to Western countries. Some tactics for specific user segments should be carefully observed. When promoting specific tourism products to Chinese tourists, it is necessary to understand the user segmentation between platforms or apps.

Social media is a powerful tool for tourism development and sustainability in creating smart tourists and destinations worldwide. In China, the use of social media has stimulated the development of both information and communication technology and tourism.

This study seeks to provide a greater understanding of the variables that influence travellers’ intention to participate in social media, paying special attention to (1) the direct impact of perceived usefulness (PU) of social media and (2) the moderating impact of tourists’ altruism and self-interest.

The proposed conceptual model was empirically tested using an online questionnaire distributed to a sample of 394 tourists visiting a World Heritage city.

The findings show that perceived social media usefulness has a significant effect on users’ intention to share experiences. Additionally, self-interest appears to moderate the relationship between perceived social media usefulness and users’ sharing intention, but the results do not support the moderating effect of altruism.

Despite scholars’ growing interest in social networks as sources of tourist information, little is known about the aspects that encourage users’ participation in these platforms. This paper offers key contributions to the relevant literature in this field and offers compelling recommendations for tour operators' management of social networks.

本研究擬讓我們更清楚了解驅使旅行人士參與社交媒體上的交流活動的變數;為求達至這研究目的，研究人員特別對以下兩方面加以注意和研究：(一) 、旅行人士對社交媒體的感知效用所帶來的直接影響;(二) 、旅行人士的利他主義，以及其對個人利益的考慮所帶來的緩和影響。

研究人員對其提出之概念模型進行實證測試，方法乃透過收集一個包含394名曾參觀世界遺產城市的旅行人士的樣本所回應的網上問卷數據，並進行數據分析。

研究結果顯示，旅行人士若覺得社交媒體是有用的話，則他們會更願意在那裡分享旅行經歷;而且，他們對自己個人利益的考慮，似會緩和他們對社交媒體的感知效用與其分享經歷的願意程度之間的關係;唯研究結果沒有證實利他主義會帶來緩和的影響。

雖然學者對社交網絡作為提供資訊的來源感到興趣，而且這興趣不斷增加，但我們對促進旅行人士參與社交網絡平台活動之因素的了解仍然淺薄，就此而言，本研究於有關的文獻提供了重要的貢獻;研究亦為旅遊經營者就應如何管理社交網絡提供了具說服力的建議。

The purpose of this paper is to analyse the metaverse platform in a social context to better understand the future of this tool in tourism cities and how this can help to improve the well-being of residents in both digital and physical scenarios.

In this paper, the current and probable developments in the metaverse, and its use in tourism cities and companies have been investigated. Moreover, this study develops, collects and examines the main metaverse definitions by expert authors and organizations as a methodology to ensure the transparency and credibility of the metaverse analysis.

Findings suggest that the fusion of the metaverse and tourism cities must create residents’ services and experiences in the new MetaTourPolis to help interact and connect citizens with the city’s institutions and companies, as well as make tourism cities more attractive, innovative, environmentally friendly and healthier places to live. Metaverse will bring new changes for residents and tourists, in fact, this virtual platform is already changing and improving the residents’ quality of life and people with disabilities in tourism cities. For instance, the metaverse platform has been implemented in Seoul, Santa Monica and Dubai MetaTourPolis to interact with their residents, including people with disabilities, to resolve bureaucratic and administrative problems, avoiding this group and the rest of the residents travelling by bus or car to the city’s institutions. In addition, several metaverse applications based on softbot tutors or metaverse virtual social centres have been developed to improve blind and impaired people, and elderly people’ quality of life, respectively.

A new concept called “MetaTourPolis” has been included to stage the relationship between tourism cities and the metaverse platform, where the fusion of metaverse and the new tourism polis of the 21st century will be at the service of citizens, tourists and companies, to create more sustainable, efficient, quantitative and environmental tourism cities.

This study aims to predict the effect of cultural distance, perceived risk and electronic word of mouth (eWOM) on higher education institutes' students' destination image. In addition, it examines the mediating role of destination image in relation to students' travel intentions.

An online survey was employed to collect data from 200 graduate and postgraduate students. The partial least squares was employed to analyse the hypothesised relationships.

The results of this study found support for the positive effect of cultural distance and eWOM on destination image. Additionally, the mediating effect of destination image was also supported.

This research confirms the vital role of destination image as an antecedent of students' future intention to visit the destination. Moreover, this study contributes to marketing theory by predicting the critical drivers of higher education students' destination image and discussing their applications in the education sector.

This paper aims to evaluate the impact of various preview modes on tourist attitudes and intentions to visit a destination based on consumers’ level of involvement in travel decision-making.

The study was conducted as a between-subjects one-factor [preview mode: static images vs 360-degree tour vs virtual reality (VR) mode] in a laboratory experiment setup to examine how consumers with different levels of involvement in travel decision-making respond to destination marketing toward three different preview modes.

The findings indicated that VR preview mode highly influences tourist attitudes and visit intentions toward a destination compared to static images and 360-degree tours. This effect is more significant among participants with higher levels of customer involvement. Finally, the results from the study offer empirical evidence of the effectiveness of VR in shaping user behavior compared to traditional preview modes.

The limitations are using a non-probability sampling method, a small sample size and affordable mobile-compatible VR headsets.

This study offers empirical evidence on the effectiveness of VR in shaping tourist behavior compared to traditional preview modes. It helps destination marketers develop appropriate strategies for promoting tourist destinations.

The novelty of this paper lies in understanding the effectiveness of VR in shaping tourist behavior with different levels of customer involvement in travel decision-making.

The main objective of this paper is to examine the impact of COVID-19 on the tourism flows of eight Asia-Pacific Countries: Australia, Hong Kong, Malaysia, New Zealand, the Philippines, Singapore, Taiwan and Thailand.

Using monthly data from 2019M1 to 2021M10 and 48 origin and eight destination countries in a panel Poisson pseudo-maximum likelihood (PPML) estimation technique and gravity equation framework, this paper finds that after controlling for gravity determinants, COVID-19 periods have a 0.689% lower tourism inflow than in non-COVID-19 periods. The total observations in this paper are 12,138.

A 1% increase in COVID-19 transmission in the origin country leads to a 0.037% decline in tourism flow in the destination country, while the reduction is just 0.011% from the destination. On the mortality side, the corresponding decline in tourism flows from origin countries is 0.030%, whereas it is 0.038% from destination countries. A 1% increase in vaccine intensity in the destination country leads to a 0.10% improvement in tourism flows, whereas vaccinations at the source have no statistically significant effect. The results are also robust at a 1% level in a pooled OLS and random-effects specification for the same model.

The findings provide insights into managing tourism flows concerning transmission, death and vaccination coverage in destination and origin countries.

The COVID-19-induced tourism decline may also be considered another channel through which the global recession has been aggravated. If we convert this decline in terms of loss of GDP, the global figure will be huge, and airline industries will have to cut down many service products for a long time to recover from the COVID-19-induced tourism decline.

It is to be realized by the policymaker and politicians that infectious diseases have no national boundary, and the problem is not local or national. That’s why it is to be faced globally with cooperation from all the countries.

This is the first paper to address tourism disruption due to COVID-19 in eight Asia-Pacific countries using a gravity model framework.

1. Asia-Pacific countries are traditionally globalized through tourism channels

2. This pattern was severely affected by COVID-19 transmission and mortality and improved through vaccination

3. The gravity model can be used to quantify the loss in the tourism sector due to COVID-19 shocks

4. Transmission and mortality should be controlled both at the origin and the destination countries

5. Vaccinations in destination countries significantly raise tourism flows

Asia-Pacific countries are traditionally globalized through tourism channels

This pattern was severely affected by COVID-19 transmission and mortality and improved through vaccination

The gravity model can be used to quantify the loss in the tourism sector due to COVID-19 shocks

Transmission and mortality should be controlled both at the origin and the destination countries

Vaccinations in destination countries significantly raise tourism flows

The study aims, based on the symbiotic relationship between tourism agencies and various stakeholders, to investigate what “policy-level” partners would advise their “practice-level” counterparts on, first, how the World Heritage Site (WHS) status of monuments can be made attractive for travellers, and second, what steps can be taken by stakeholders to enhance the WHS tourist experience.

A qualitative approach involving e-mail interviews was adopted. Content analyses of open-ended exploratory questions put to “policy-level” respondents yielded 10 major themes that can enhance the brand appeal of the WHS.

The findings offer in-depth solutions for better trip experiences of Heritage Tourists. Insights from the responses under ten thematic areas have direct relevance for application by tourism and hospitality facilitators.

Although this study was conducted in India, its findings hold implications for practice throughout the world. They could similarly be incorporated as elements of policy directed at incentivising communication of the value of preserving heritage for future generations.

While previous research focused on stakeholders for planning and policy making, this study explores the stakeholder's perspective for a more comprehensive understanding of how using the WHS brand can generate more holistic tourism development.